$150K in new revenue.
In four months.
A Fractional Head of AI built a new AI-driven CX practice from scratch, pitching personalisation, CRM, and data propositions, then proving them through rapid client pilots.
in four months
to signed revenue
pilots, relationships
engaged directly
Client
MRM, a global marketing agency operating at the intersection of Technology, AI, and Customer Experience.
Goal
To establish a new technology and customer experience practice while driving new revenue and improving client outcomes.
Every project was a one-off. None of it added up to a practice.
The agency’s AI and ML work existed as proof-of-concept builds and bespoke one-offs for individual clients. There was no repeatable framework and no commercial proposition behind any of it, so every new client conversation started from zero.
Building a real practice meant doing two things at once: designing personalisation and ML solutions that could be operationalised across a varied client base, and proving measurable business value fast enough to justify the investment. That required a clear go-to-market plan, polished commercial offerings, and senior-level client relationships capable of unlocking enterprise deals.
Three constraints were non-negotiable:
- No repeatable proposition for AI/ML personalisation work
- Projects stayed proof-of-concept and never scaled
- No fast route into senior-level, enterprise deals
Propositions, pilots, and the people who sign the deals.
The Fractional Head of AI developed and pitched a set of modular, repeatable propositions across AI/ML, personalisation, CRM integration, and data solutions, with pricing and success metrics defined upfront so commercial conversations could move from exploratory to contractual faster.
A repeatable proposition and a rapid pilot beat a polished deck every time. It turns an exploratory conversation into a signed contract in weeks.
Small cross-functional squads, combining data scientists, CX strategists, CRM specialists, and creative technologists, ran rapid pilots that proved value within weeks. Each pilot carried clear KPIs tied to engagement lift, conversion improvements, or customer lifetime value, built on implementable cloud architectures (AWS, Azure) designed to move from pilot straight into production.
Throughout, the Fractional Head of AI engaged senior client stakeholders directly, including CMOs and CIOs, running personalised demos and executive workshops that turned technical capability into a business case leadership could act on.
A new practice, proven in one quarter.
Within four months, the practice turned commercial pitches into signed revenue, proved its personalisation and CX propositions in front of real clients, and built the executive relationships needed to keep growing. What started as a mandate to build a practice became a repeatable model for future AI/ML personalisation engagements.
* Case studies reflect work undertaken by our Heads of AI either during their tenure with Head of AI or in prior roles before they were part of the Head of AI network; they are provided for illustrative purposes only and are based on conversations with our Heads of AI.
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*Case studies reflect work undertaken by our Heads of AI either during their tenure with Head of AI or in prior roles before they were part of the Head of AI network; they are provided for illustrative purposes only and are based on conversations with our Heads of AI.